Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Response Biases in Marketing Research

HansBaumgartnerPennsylvania State University
Jan-Benedict E. M.SteenkampUniversity of North Carolina at Chapel Hill

When a researcher collects data from research participants, the expectation is that the observed measurements are accurate indicators of the constructs of interest. For example, if the researcher is interested in the construct of brand loyalty and administers ...

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